2020 Highlights In Review - The Collective
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In Review
2020 Highlights
In a year filled with global challenges, we have continued to
see great news and momentum for women in sports. In this
first In Review, we hope to deliver some insights, articles and
opinions that will inform and inspire.
Women as Leaders of the Future
2020 was a challenging year, however women took it sides of sports have historically been run by predominantly men The recent visibility of women as trailblazers will have a
by storm, cementing their places as leaders of the future and – from the front office to coaching to college and everything tremendous impact on the next generation. Research shows
specifically in sports. A strong understanding of how women in between, but this year brands and properties have taken that seeing is actually believing; girls with women role models
are breaking barriers will provide the necessary framework major steps with groundbreaking female hires—including Kim tend to have more confidence, value their worth more, choose
to continue this forward momentum, in the pursuit of a more Ng, Alyssa Nakken, Callie Brownson, Doris Burke, and Jessica greater aspirations, and ultimately are more successful.
equitable future. Mendoza. With more women taking their seat at the table, it is
Let’s start at the top with the recent election of California While leadership off-court has gained momentum, so imperative for brands, companies, and organizations to consider
Governor, Kamala Harris, as the first woman and person of color has leadership on the court. For example, the WNBA has been the proven concept of female mentorship and leadership in order
to be known as Madam Vice President Office of the United leading activism efforts for years—protesting, holding press to ignite the success within the future female generation. Brands
States. Additionally, Harris was followed by women in the House conferences on the topics of police brutality, and wearing should explore ways they can incorporate an authentic platform
and Senate taking on more leadership roles in politics than ever apparel with phrases of social justice. Efforts have not stopped that facilitates female mentorship and ultimately advocates for
before. The 117th Congress boasts a record number of women, as they’ve continued to push for equity this year, but this time change by empowering its women employees. As America
from both parties, now representing 141 seats, shattering the they did so alongside the NBA, NFL and many other leagues works towards gender equality it is crucial to tell and show the
2019 record of 127. who joined in the fight. Looking back to previous years when it stories of female leaders, such as VP Harris who said, “because
As women political leaders are shifting the dynamic in was the road less travelled, the strides and actions of the WNBA every little girl watching tonight sees that this is a country of
Capitol Hill, the women of sports have also been solidifying their have paved the foundation for the first-time leagues and teams possibilities.”
place as movers and shakers of their respective industry. All who joined the conversation and took a stance this year.
THE COLLECTIVE D AT E PA G E
In Review 2020 1
Firsts: Pioneers Breaking
the Glass Ceiling
The following list acknowledges women, brands and properties who
have made history in 2020 through their action, sports prowess,
advocacy, and initiatives. This list is not inclusive of all the year’s firsts
but highlights a number of pioneers who have made tremendous
strides for the industry.
Athletes & Coaches
• Sue Bird Third player in American pro basketball history to win
championships in three different decades
Made for Her
• Sarah Fuller First woman to play in a Power 5 college football game
• Sabrina Ionescu First NCAA male or female college basketball
player to score 2,000 points, 1,000 rebounds, and 1,000 assists
before joining WNBA
• Ishita Malaviya India’s first professional female surfer
Women as consumers of athletic retail have long been a • Both Nike and Adidas launched their first maternity lines that • Madison Hammond First Native American player to start in NWSL
second priority to men. And while brands have improved their are designed to account for the changing of women’s bodies • Iga Swiatek First Polish player—male or female—to win a major and
efforts, research shows they’re still focusing on and resonating through pregnancy, including fluctuations in temperature, first player ranked outside the top 50 to win the 2020 French Open
more with men. The top three sportswear brands — Nike, Adidas body moisture, and size. • Emily Harrington First woman to free climb Golden Gate route of
and Under Armour — were also the top three men’s activewear Yosemite’s El Capitan in one day
• Alyssa Nakken First Female Coach in NFL
brands, while only one of those was in the top three for women’s • Under Armour has recently released new products that • Callie Brownson First Female Position Coach in NFL
activewear brands—Nike, Lululemon, and Victoria’s Secret. With demonstrate its commitment to deepened investment in
the women’s activewear market value increasing and women
controlling the majority of the share of wallet, it’s long overdue
women’s sports with an eye on growing and supporting female
athletics. In September of this year, Under Armour put out its
Industry Professionals
that brands start paying more attention to this important cohort first performance basketball sneaker developed specifically • Kim Ng First Woman to be a General Manager of a team in the
Four Major Sports Leagues
of consumers. Brands that are doing just that are seeing the for the woman athlete and designed by women. The design • Doris Burke First Woman to Ever Call the NBA Finals
meaningful impact on their ROI. of the shoe took into account the differences in style of play • Jessica Mendoza First female World Series Analyst on National
between the women’s game and the men’s game. Broadcast
So, what has been the miss for these global sportswear
brands to date? And how are these brands now evolving to • Adidas debuted a sports bra specifically designed for women Brands & Properties
increase brand love and loyalty from women? who have had a mastectomy, which helps eliminate the • For the first time in WNBA history, salaries for athletes will exceed
discomfort women typically experience post-operation. six figures under the 2020 Collective Bargaining Agreement
Sportswear has not historically been designed for women’s • Cloud 9 creates Cloud9 White, esports’ first all-woman team
bodies. It has been designed for men’s standards and then • Although shoe foam is typically developed for a man’s size, • 76ers hosted their first ever “Virtual Girls Summit” for young
subsequently applied to women, which is not effective from a Reebok engineered its Forever Floatride Energy shoe for female 76ers fans
• The NWSL and a female led expansion group brought Angel City
functionality standpoint nor from a business standpoint. As a women athletes, moving past the one-size-fits-all approach. FC to California, the state’s first NWSL team in ten years.
result, within the past few years the sports retail sector has put a Using data and research, Reebok designed a cushioning system • Women-Only W Series will be featured during Formula 1 Races
renewed focus on catering to the female athlete: specifically for women’s feet to accommodate the physical • FIFA proposed the first ever worldwide maternity regulations for
differences between men and women. female players and coaches
• Nike recognizes that women’s bodies are structurally different • NWSL Challenge Cup opener was most watched NWSL on record
• Nike and adidas release their first maternity collections
from men’s and is committed to understanding those different In addition to a shifting focus for performance wear for • Kick4Life FC became the world’s first top-flight club to fund
dynamics. Nike develops women’s products based on robust women, brands are beginning to understand the need to adapt men’s and women’s teams equally
market and scientific research at their Nike Explore Team stereotypical marketing and images to meet not only the woman • AT&T Unlocked Games – First competition for women game
Sport Research Lab. consumer but a much younger, inclusive shopper. We will address developers geared toward increasing women’s participation and
this in depth in our next In Review. visibility in the gaming world
THE COLLECTIVE D AT E PA G E
In Review 2020 2
The Collective Think Tank
Featured Partner:
Who is the Partner? What are they doing to empower women in
AT&T, a global brand and one of the largest advertisers in the sports?
U.S., is taking the reins in the gender equality movement. One Last December, AT&T launched its new program and content
of AT&T’s core values is “Stand for Equality,” and for several series, “She’s Connected by AT&T.” The program will follow and
years AT&T has showcased the company’s commitment highlight four of AT&T’s athlete partners (mentioned above)
to women leaders in and out of the workplace. Now, while beginning with Chiney Ogwumike to bring awareness to each
its commitment to women’s leadership and equality is ever
present, AT&T has begun to focus its resources on gender
athlete’s unique story with a spotlight on the complexities of
what it takes to succeed as a woman and an athlete. AT&T has
With the She’s
equality within sports, driven by a mission to elevate the
visibility and accurate representation of women and girls.
also committed to powering each athlete’s dreams, businesses
and endeavors through a fully personalized approach. Each of
Connected by AT&T
AT&T has furthered this initiative through relationships with
the Association of National Advertiser’s (ANA) #SeeHer
the four athletes highlighted in the series will be offered AT&T
Small Business services, access to the AT&T Aspire Accelerator content series and
and #SeeHerinSports, WNBA and #WNBAChangemakers,
the U.S. Women’s Soccer National Team, and female talent
mentorship pipeline to grow and scale their business or
foundations, and personal brand building resources. program, we are making
sponsorships with Chiney Ogwumike (WNBA, LA Sparks,
ESPN personality), Alex Morgan (Co-Captain US Women’s
At a time when female professional athletes continue to face
disparity in visibility, access, and sponsorship opportunities
impactful change
National Team, author and founder of a media company), Sue
Bird (4-time WNBA Champion with Seattle Storm, 4-time
compared to their male counterparts, AT&T is taking a
leadership role by providing a platform for its athlete partners.
for women now and
Olympic gold medalist and activist) and Maria Fassi (LPGA,
AT&T Athlete and aspiring philanthropist).
Associate Vice President of Sponsorships & Experiential
Marketing at AT&T, Shiz Suzuki, said of the She’s Connected women in the future to
program, “I’m a firm believer that if you can see her, you can
be her. With the She’s Connected by AT&T content series and follow and achieve their
dreams on any field,
program, we are making impactful change for women now
and women in the future to follow and achieve their dreams
on any field, court, course, front office or boardroom.”
She’s Connected by AT&T serves as a great example of
court, course, front
how brands can use their existing services and products
to both support professional female athletes and amplify office or boardroom.
their voices. Through AT&T’s relationship with the ANA and
#SeeHerinSports, AT&T has committed to continuing to drive Shiz Suzuki
real change and challenging other global brands to do the AVP, Sponsorships + Experiential Marketing AT&T
same.
THE COLLECTIVE D AT E PA G E
In Review 2020 3
Additional Must-Reads
Research Reports
• The New Power Players (Wasserman) – A dive into the portending economic, social and cultural dominance of
Gen Z and Millennial women.
• Shattering the Glass Screen (McKinsey) - A one-year snapshot of how women are progressing in media and
entertainment and how their workplace experiences differ from those of men. A more diverse cast is required.
• 2021 Predictions (Deloitte) – A look at what the future holds for technology, media, telecommunications, and
women’s sports.
More on The Collective Think Tank
A global consortium of today’s greatest academic minds and industry leaders working together on insights that drive
actions to create a world parity. We exist to create change in support of equity and fairness for women in sports and
entertainment. In collaboration with our academic and industry partners, The Collective delivers a holistic and deep
understanding of women as consumers, fans, professionals and individuals.
Brand Launch Partners Partner Schools
THE COLLECTIVE D AT E PA G E
In Review 2020 4
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